Managing privacy paradox through national culture: Reshaping online retailing strategy

Data privacy is a threat to the future of e-commerce. Consumers face a dilemma in balancing the risks and benefits associated with online privacy, leading to a phenomenon termed the privacy paradox. The study interviewed 30 Millennials representing 13 countries using a grounded theory approach to explore the influence of national culture on the information disclosure attitude in the context of online retailing. The study presents a novel framework, Privacy Paradox Pyramid, to manage the privacy paradox through the lens of national culture, enabling retailers to segment the customers and design a tailored approach to create a competitive advantage.

Automated summary

Data privacy poses a threat to the future of e-commerce, as consumers struggle to balance the risks and benefits associated with online privacy. A study interviewed 30 Millennials from 13 countries to examine the influence of national culture on information disclosure attitudes in online retailing, presenting a novel framework, the Privacy Paradox Pyramid, to manage the privacy paradox through the lens of national culture and enable retailers to create a competitive advantage by segmenting customers and designing tailored approaches.